CHANGING DRIVERS OF ONLINE SHOPPING INTENTIONS: A LONGITUDINAL STUDY BASED ON THE THEORY OF REASONED ACTION (2012–2023)

PurposeThis study examines the role of gender as a moderator on the relationships between subjective norm on attitude and purchase intention and attitude on purchase intention by using the Theory of Reasoned Action (TRA) among organic food consumers. MethodologyData is collected using a crowdsourcing platform called Amazon's Mechanical Turk (MTurk). The respondents are organic food consumers (N = 633) from the US. The proposed model is tested using AMOS by covariance-based structural equation modelling and tested for multi-group moderation. FindingsThe model is fit. The results of multi-group moderation show that gender moderates the two relationships: subjective norm on attitude and attitude on purchase intention, but not the third one, i.e., subjective norm and attitude. All the direct hypotheses are supported. This research found that males and females differ in purchasing intention toward organic food. OriginalityThis is the first study in the organic food context that tested subjective norm – attitude, attitude – purchase intention, and subjective norm—attitude using the theory of reasoned action.

Introduction: The rapid evolution of digital media has compelled businesses to adopt digital marketing strategies to enhance brand image, foster consumer engagement, and ensure customer loyalty. This study examines the impact of digital marketing strategies on brand image, consumer engagement, purchase intention, and loyalty, providing empirical insights into the interrelationships among these constructs. Objectives: The study aims to assess the influence of digital marketing strategies on consumer interaction and brand image, as well as their subsequent effects on purchase intention and loyalty. Specific hypotheses are tested to establish the strength and significance of these relationships through rigorous statistical analysis. Methodology: A quantitative approach was employed, utilizing a structured questionnaire distributed to 300 respondents. Data were analyzed using descriptive statistics, reliability analysis (Cronbach’s Alpha), Pearson’s correlation, and multiple regression to evaluate relationships among digital marketing strategies, consumer engagement, brand perception, purchase intention, and loyalty. Demographic variables and social media usage patterns were also considered. Findings: The results indicate that digital marketing strategies significantly enhance consumer engagement and brand image, which are key drivers of purchase intention and loyalty. Purchase intention mediates the relationship between consumer engagement, brand image, and customer loyalty. Additionally, both direct and indirect influences highlight the critical role of well-structured digital marketing strategies in consumer decision-making. Conclusion: The study underscores the necessity for businesses to implement interactive and consumer-centric digital marketing approaches to strengthen brand-consumer relationships, enhance positive brand perceptions, and sustain long-term loyalty. Future research should explore the evolving impact of emerging digital technologies and ethical considerations in digital marketing strategies.

This study aims to analyze the influence of digital marketing on the purchase intention of MSME products in Tengin Baru Village, Penajam Paser Utara Regency, with content marketing as a mediator. The method used is SEM-PLS with Smart PLS 3.0, testing the relationship between digital marketing, content marketing, and the purchase intention of MSME consumers. The research results show that digital marketing has a significant effect on purchase intention with a path coefficient of 0.786, and a strong influence on content marketing with a path coefficient of 0.812. Additionally, content marketing mediates the effect of digital marketing on purchase intention with a path coefficient of 0.296, though its influence is smaller compared to the direct effect of digital marketing. The discussion reveals that digital marketing strategies are crucial for MSMEs to increase consumer purchase intention. Content marketing plays an important role as a mediator, strengthening the influence of digital marketing by building closer relationships with consumers and increasing brand awareness. These findings are consistent with previous research that emphasizes the importance of content marketing in maximizing digital marketing strategies. In conclusion, digital marketing has proven to be effective in enhancing purchase intention, especially when supported by engaging and relevant content marketing. Therefore, MSMEs in Penajam Paser Utara should prioritize digital marketing while enhancing content strategies to maximize their impact on consumer purchase intention. For future research, MSMEs in this region are advised to continue developing digital marketing strategies and improve their literacy and skills in creating effective content marketing to strengthen their influence on consumer purchase intention.

This research addresses the high coffee consumption in Indonesia and intense competition in the coffee industry in Bandar Lampung. Despite significant potential in digital marketing, only 8% of Micro, Small, and Medium Enterprises (UMKM) practitioners utilize it. Therefore, the community service activity from the University of Lampung aims to support coffee UMKM in Bandar Lampung in adopting digital marketing strategies to enhance sales and compete in the Society 5.0 era. The activity method focuses on sharing knowledge and socializing digital marketing. The situational analysis phase involves on-site visits to understand the business processes. Socialization and discussions present content on business trends, digital marketing, and social media strategies. Follow-up includes encouraging the creation of additional social media accounts and optimizing online presence. Monitoring and evaluation are conducted to measure understanding and implementation of digital marketing practices, as well as monitor sales growth through social media. On December 10, 2023, Community Service Activity was held in Mandala Wahyu Coffe Shop, involving five participants and three stages: discussion, digital branding and marketing training, and evaluation. This training aims to enhance the online presence and global competitiveness of the cafe. It is expected that the applied digital marketing strategy will make operations more efficient, promote the company effectively, and increase customer engagement. The result of this community service activity is encouregement to increase sales and develop the business of UMKM Mandala Wahyu Coffee Shop trough optimizing digital marketing in social media. The method involves situational analysis, socialization, follow-up, and monitoring. The promotion mix strategy is expected to be effective in making operational activities and digital marketing more efficient. With the new digital strategy, UMKM can save time and be more effective in promotions. Penelitian ini membahas tingginya konsumsi kopi di Indonesia dan persaingan ketat industri kopi di Bandar Lampung. Meskipun potensi digital marketing besar, hanya 8% pelaku UMKM yang menggunakannya. Oleh karena itu, kegiatan pengabdian masyarakat dari Universitas Lampung bertujuan mendukung UMKM kopi di Bandar Lampung mengadopsi strategi pemasaran digital untuk meningkatkan penjualan dan bersaing di era Society 5.0. Metode kegiatan fokus pada sharing knowledge dan sosialisasi pemasaran digital. Tahap analisis situasi melibatkan kunjungan ke lokasi untuk memahami proses bisnis. Sosialisasi dan diskusi dilakukan dengan menyajikan konten tentang tren bisnis, pemasaran digital, dan strategi media sosial. Tindak lanjut mencakup anjuran untuk membuat akun media sosial tambahan dan mengoptimalkan keberadaan online. Monitoring dan evaluasi dilakukan untuk mengukur pemahaman dan penerapan praktik pemasaran digital serta memantau peningkatan penjualan melalui media sosial. Pada 10 Desember 2023 diadakan Kegiatan Pengabdian Masyarakat yang berlokasi di Mandala Wahyu Coffee Shop, melibatkan lima peserta dan tiga tahap, yakni diskusi, pelatihan digital branding dan marketing, serta evaluasi. Pelatihan ini bertujuan meningkatkan keberadaan online dan daya saing global coffee shop tersebut. Diharapkan strategi digital marketing yang diterapkan akan membuat operasional lebih efisien, mempromosikan perusahaan secara efektif, dan meningkatkan keterlibatan pelanggan. Hasil dari kegiatan pengabdian masyarakat ini adalah dilakukan upaya peningkatan penjualan dan pengembangan bisnis UMKM Mandala Wahyu Coffee Shop melalui optimalisasi digital marketing melalui media sosial. Metode melibatkan analisis situasi, sosialisasi, tindak lanjut, dan monitoring. Strategi promotion mix diharapkan efektif dalam membuat aktivitas operasional dan pemasaran digital lebih efisien. Dengan strategi digital baru, UMKM dapat menghemat waktu dan lebih efektif dalam promosi.

Abstract* Against the backdrop of the digital economy, government subsidies, as a key macroeconomic regulation tool, interact with enterprises’ digital marketing investment and consumer behavior, yet relevant in-depth research remains scarce. This study aims to explore the complex relationships between national subsidy policies, enterprises’ digital marketing strategies, and consumer purchase intentions, with a focus on the second-hand product market. Based on a review of existing literature, five core hypotheses are proposed: national subsidy policies significantly enhance enterprises’ digital marketing investment; enterprises’ digital marketing strategies under subsidies positively impact consumer purchase intentions; consumers’ awareness of subsidy policies strengthens their purchase intentions; consumers’ trust in digital marketing platforms moderates the impact of digital marketing on purchase intentions; and national subsidy policies reduce consumers’ willingness to purchase second-hand products. This research bridges the existing research gap, constructs a comprehensive theoretical framework for the interaction between government, enterprises, and consumers in the digital age, and provides theoretical basis and practical guidance for policy makers and business decision-makers.

As the recently hired Marketing Strategist at the Good Glamm Group, year 2022, was entering the board room, he was immediately tasked with critically evaluation of the current e-commerce & Digital marketing strategy of the Brand Sirona, so that one comes up with a transformed / fresh e-commerce & digital marketing strategy - which has lower Revenue:Cost Ratio, Lower Customer Lifetime Acquisition value & more numbers of customer flow at the top & bottom of digital funnel. This as he was told that day, was required to touch unicorn mark for evaluation & increase revenue by 3x times. The marketing strategist gave a thought, then asked the a question to the board, which became the direction changing advice / critique for the company as a whole & Digital strategy in particular for the group. His question to board was “ Do you want me to evaluate /re-frame the e-commerce & digital marketing strategy for the existing Product Value Proposition or does the scope of my work allows me to challenge the current Product value proposition itself, using series of digital tools / processes - to aim at coming up with a new value proposition so that it can then tailor-make a re-created and transformed e-commerce & digital marketing strategy” which mirrors the need-gap-fit of consumer in the market for the given category by using digital tools & softwares. The board was not ready for it as it clashed with their current practice of find market for existing products through digital marketing & e-commerce rather than build the product itself through digital marketing & e-commerce. As the board looked surprised with the question, given that they were looking for a digital marketing strategy already crafted products with lower cost & higher returns using own website, social media and digital tools - but here the newly hired marketing strategist was critically challenging the Product value proposition itself and critically asking “to use digital marketing for product development first”. The marketing strategist used examples of Gillette, Marico and Emami where he had previously had gone through this learning curve - convincing the G3 Board room that core concept of Marketing starts with creating a Product value proposition based on deep insights on gaps consumer need-gaps which are not solved by current products in the market (blue ocean strategy) and hence any attempt to transform the digital marketing strategy would not work if the Product value is proposition is not transformed or freshly created based on digital insights through crawlers and other programmed softwares which scans the G3 consumer landscapes. Once the marketing strategist got the mandate on same he came with disruptive transformation in Digitally Re-created Product Value Proposition, Digitally crafted Minimal Viable Product, Digitally transformed & connected Direct To Consumer (DTC) Own Website, and Digital marketing through a digitally consumer researched mix of DTC, Digital Market Place (Amazon), Social media and Digital tools. The same can be summarized in two lines below

Halal marketing is an important concept for marketers doing business in Muslim-majority countries. To predict consumer behavior toward halal products, the Theory of Reasoned Action (TRA) explains the two components of the formation of purchase intentions, namely attitude and subjective norms. Consumer concern for the lawfulness of a product is also influenced by a person's level of religiosity. This study aims to empirically test the ability of religiosity as a moderator that affects attitudes, and subjective norms on purchase intentions. This study applied a quantitative design. One hundred and ninety respondents in Indonesia were collected through random sampling. Data were collected through an online questionnaire using Google Forms and analyzed by Structural Equation Modelling (SEM). This study explains that subjective attitudes and norms have a positive and significant effect on purchase intentions. Religiosity as a moderator is able to influence subjective attitudes and norms on purchase intentions. The results of this study provide information that halal products are unique because they have spiritual elements. In this regard, marketers must remember that Muslim consumers exercise additional vigilance to ensure that the product fulfills not only functional needs but also spiritual needs.

Introduction: This study examines the definitional linkages between brand awareness, digital influencer marketing, word-of-mouth (WOM) communication, and purchase intentions within digital marketing contexts. The primary goal is to explore how these elements influence consumer purchasing decisions in the era of digital marketing. As the digital landscape continues to evolve, understanding the interplay between these factors becomes increasingly critical for marketers aiming to enhance customer engagement and drive sales.Methods: An online survey was distributed to 344 MSME (Micro, Small, and Medium Enterprises) owners, collecting data relevant to their perceptions of digital marketing, brand awareness, and their interactions with digital influencers and WOM communication. The research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) for statistical analysis, using SmartPLS software to evaluate the relationships among the studied variables.Results: The findings indicate that digital influencer promotions, brand awareness, and WOM communication all exert strong positive effects on consumer purchase intentions. Specifically, digital influencer marketing and WOM interactions are significantly correlated with heightened brand awareness, which in turn positively influences consumer decisions to purchase. These results highlight the importance of leveraging digital marketing strategies that incorporate these elements to drive consumer buying intentions.Conclusions: The study demonstrates that digital marketing strategies based on brand awareness, influencer promotions, and WOM interactions can significantly enhance consumer purchase intentions. The findings offer new insights into how digital marketing approaches shape user behavior, providing valuable guidance for marketers to optimize their online marketing efforts. Further research should explore how these factors interact across different cultures and geographic regions, offering a broader understanding of their impact on global consumer behavior.

In today's globalised business environment, Ukrainian agribusinesses, particularly those in the berry sector, face a dynamic and competitive international market. To succeed in this environment, these companies need to develop effective digital marketing strategies that resonate with a global audience. This research focuses on the intricacies and imperatives of forming a robust digital marketing strategy for Ukrainian agri-berry companies operating in international markets. The study begins by delving into the specifics of the berry sector, highlighting its unique characteristics, challenges and potential. It highlights the importance of berries in a global context, emphasising their role as health-conscious consumers seek nutritious and sustainable options. Next, the research explores the digital landscape, highlighting the central role of digital platforms, social media and e-commerce in modern marketing. It highlights the power of data analytics and artificial intelligence in understanding consumer behaviour and tailoring marketing efforts. One of the key findings is the need to understand the cultural nuances and preferences of international target markets. It presents case studies of successful digital marketing campaigns by Ukrainian agricultural berry companies in different global regions. The purpose of this article is to comprehensively examine the formation of digital marketing strategies for Ukrainian agribusinesses specialising in berries as they navigate the complex landscape of international markets. It aims to shed light on the unique challenges and opportunities faced by these companies, highlighting the importance of digital marketing in reaching global consumers. Through in-depth research, case studies and analysis, this article aims to provide valuable insights and practical guidance for Ukrainian agri-berry companies, enabling them to develop effective and tailored digital marketing strategies that will enhance their competitiveness and success on the international stage. Methodology. The methodology used in this article involves a multifaceted approach designed to comprehensively examine the formation of digital marketing strategies for Ukrainian agri-berry companies operating in international markets. Extensive research was conducted to review the existing literature on digital marketing strategies, international market entry and the agricultural sector in Ukraine. Comparative analysis was carried out to identify patterns, trends and best practices in the digital marketing strategies of Ukrainian agrarian berry companies compared to their international competitors. Several case studies were conducted to analyse real-life examples of Ukrainian agrarian berry companies that have ventured into international markets. These case studies provided valuable insights into the challenges and successes of different digital marketing strategies. Results. The survey conducted as part of this study sheds light on the current landscape of digital marketing strategies among Ukrainian agricultural berry companies in the context of international markets. A significant percentage of companies surveyed showed a significant gap in their digital presence compared to international competitors. Many Ukrainian agri-berry companies have yet to fully exploit the potential of digital marketing. This limited use represents a missed opportunity to optimise marketing efforts. An interesting trend has emerged in terms of social media platforms. While most companies use Facebook for marketing, there is a growing interest in diversifying to platforms such as Instagram and LinkedIn in line with international marketing trends. Respondents often cited challenges associated with internationalisation, such as adapting marketing content for different markets, navigating diverse regulations and overcoming language barriers. Despite the challenges, a significant number of companies reported a positive return on investment (ROI) from their digital marketing efforts. This shows that with the right strategies, international markets can be very lucrative. There is room for improvement: а recurring theme in respondents' responses was the recognition that there is significant room for improvement in their digital marketing strategies. Many respondents expressed their intention to invest more in digital marketing and seek professional advice. Thus, the survey results highlight both the opportunities and challenges faced by Ukrainian agricultural berry companies in their efforts to develop effective digital marketing strategies for international markets. These findings will form the basis for the practical recommendations outlined in this study. Practical implications. The practical implications of this research highlight the need for Ukrainian agri-berry companies to prioritise digital marketing strategies for international expansion. By improving their digital presence, leveraging data analytics and diversifying across relevant platforms, these companies can overcome challenges and capitalise on the significant opportunities presented by international markets. Ukrainian agri-berry companies can use the findings to revise their digital marketing strategies, focusing on data-driven approaches and diversified platforms. By addressing the challenges of internationalisation and investing wisely, these companies can increase their global market presence and profitability. Value/originality. The value and originality of this article lies in a comprehensive study of the formation of digital marketing strategies for Ukrainian agricultural berry companies in international markets. This topic is extremely relevant in today's globalised business environment, where digital marketing plays a key role in a company's success. First, this article contributes to the existing body of knowledge by specifically addressing the unique challenges faced by Ukrainian agricultural berry companies.

Past researches have demonstrated the effectiveness of theory of reasoned action (TRA) model to predict consumers’ purchase intention. However, many researches scarcely use a psychosocial perspective to predict consumers’ purchase intention. Hence, this study extends existing research by incorporating personal moral norms to gain a better understanding of consumers’ purchase intention for ‘socially responsible’ products in the Malaysian marketplace. Results from 178 respondents indicated that attitudes towards behavior, subjective and personal norms influence consumers’ purchase intention. It is found that personal norms also partially mediate between subjective norm and purchase intention. From the findings, it is recommended that companies (and even the government) encourage socially responsible purchasing through holding more public activities, creating social expectations, better disclosures of corporate social responsibility and providing education regarding socially responsible purchasing. Personal engagement of customers should also be considered to encourage better customer relationship when their views are taken into product development and campaigns.

The fast growth of digital marketing in the tourism sector requires an understanding of its impact on tourist purchase intentions. Digital marketing strategies, including social media marketing, search engine marketing, content marketing, and email campaigns, play a crucial role in shaping consumer decisions. However, information overload may weaken these effects, making it essential to examine its moderating role. This study explores how digital tourism marketing influences tourists’ willingness to buy and assesses the extent to which information overload moderates these effects. Using a quantitative research approach, data were collected in July 2024 through online surveys and field investigations in four Chinese provinces: Henan, Anhui, Hunan, and Jiangxi. A total of 681 valid responses were analyzed using Ordered Probit (Oprobit) models to test the hypothesized relationships. The findings confirm that digital tourism marketing positively impacts tourists’ purchase intentions, but excessive information weakens these effects. Notably, information overload reduces the effectiveness of social media marketing and search engine marketing, while its impact on content marketing and email campaigns is less pronounced. This study uniquely contributes to the literature by not only confirming the positive influence of digital tourism marketing on purchase intentions but also by systematically analyzing the moderating role of information overload, offering empirical insights into how marketers can refine digital strategies to mitigate its adverse effects and enhance consumer decision-making in the tourism sector.

Digital marketing is inevitably becoming popular in the marketing realm. Leveraging digital marketing strategies have been instrumental in fostering communication and engagement between brands and customers. These are recognized as powerful drivers capable of shaping customer’s purchase intention. However, a limited number of research explores the influence of these emerging trends on purchase intentions of customers in the fast-food chain industry. Therefore, the aim of this paper is to examine the influence of digital marketing strategies on customer’s purchase intention, and to identify the most effective digital marketing strategy for crafting compelling content and disseminating marketing messages to achieve the intended marketing goal. This study employed a correlational quantitative research approach with convenient selection of participants, utilizing a modified survey questionnaire as the principal means of data collection. The sample consisted of One Hundred Ninety-eight (198) actual customers of selected fast-food restaurants in España Boulevard, Manila. The data retrieved from the survey questionnaire was analyzed and interpreted using a Five-point Likert scale designed for measuring inter valdata. The findings of this research revealed that utilizing social media marketing, webinar platforms, mobile applications and e-commerce significantly influence customer’s purchase intention. Furthermore, it came to light that there is a highly statistically significant relationship between digital marketing strategies, namely, social media marketing (r=0.864, p=0.027), brand exposure through webinar platforms (r=0.802, p=0.055), mobile applications and e-commerce (r=0.854, p=0.031) on customer’s purchase intention of selected fast-food restaurants, and a positive strong correlation between affiliate marketing (r=0.759, p=0.080) and the latter. In addition, the results revealed that there is a positive moderate correlation between content marketing (r=0.548, p=0.260), and email marketing (r=0.575, p=0.232) on customer’s purchase intention.

Generation Z, born between the mid-1990s and early 2010s, is the focus of today's investment market. They grew up in the digital era with advanced technology and extensive internet connectivity. Companies are focusing on digital marketing communication strategies and application-based investment systems to increase Generation Z's participation in investment. The financial industry in East Priangan has adapted to this strategy, helping companies reach target audiences with relevant and engaging messages, and providing convenience and accessibility for Generation Z who rely on technology. This study aims to determine how digital marketing strategies and app-based investment systems affect Generation Z's interest in investing in East Priangan, as well as how they affect Generation Z's overall interest in investing. The method used in this research is quantitative descriptive based on research results showing that digital marketing communication strategies and the implementation of an application-based investment system have a strong influence on Generation Z's interest in investing. An increase in these two strategies can significantly increase Generation Z's interest in investing. Thus, the conclusion of this research is digital marketing communication strategies and the implementation of an application-based investment system have a strong influence on Generation Z's interest in investing. An increase in these two strategies can significantly increase Generation Z's interest in investing.

In recent decades, changes in information and communication technology have revolutionised various sectors, including the business sector. One of the most obvious impacts is the emergence of digital marketing as an alternative to traditional marketing (Rafli, 2022). Traditional marketing, such as print advertising, television, radio, and direct marketing, has been the main choice in promoting products. However, with the development of the internet and social media, digital marketing offers new opportunities that are more scalable and efficient for companies to reach consumers (Chaffey & Ellis-Chadwick, 2019). This research aims to compare the effectiveness of digital and traditional marketing strategies in increasing product sales. The research instruments include a structured questionnaire designed to measure the perceived effectiveness, cost, and conversion rate of each marketing strategy. The sales data collected will be used for statistical analysis, which helps to understand the differences in their effectiveness. The results of this research show that digital marketing strategies have advantages over traditional marketing in increasing sales and customer conversions at a lower cost. Digital marketing strategies increase sales more quickly, efficiently, and consistently compared to traditional marketing methods. These results support contemporary marketing theories that propose the use of technology to assist marketing strategies and decisions. Based on quantitative data showing significant differences in sales achievement, the researcher's assumption that companies in the internet age would better utilise digital marketing strategies was proven correct.

With the development and popularity of the Internet, digital marketing has gradually become popular in various industries. Following the development of the times, the catering industry applies digital marketing as the main marketing method. Starbucks, as one of the major companies in the restaurant industry, has complete digital marketing strategies that can be utilized as the research case in this paper. By exploring the advantages and disadvantages of Starbucks’ digital marketing strategy in China, combining qualitative research and quantitative research, this paper provided ideas for other brands in the catering industry to improve their digital marketing models. This paper first introduced the digital marketing strategy of the catering industry and Starbucks and the recent research related to those. Then, the paper was followed by a detailed introduction of the research tools, methods, and model. Using SPSS 25 to build a structural equation model (SEM), the path coefficients showed the relationship of variables. This paper concluded that Starbucks uses its digital marketing strategy to attract customers. This strategy heavily influenced people’s purchase intentions; however, customers’ willingness to share Starbucks products on social media was not strong enough to fulfill Starbucks' expectation of attracting potential customers through existing customers' promotions on social media. This paper figured out how to solve Starbucks's problem and how other brands in the catering industry would learn to correct it.